Forbidden Foods Ltd (ASX:FFF) has launched a new Australian plant-based edible oil range targeting the emerging baby food seasoning category within the FUNCH® brand.
FUNCH has continued its focus on expanding its nutritious Australian infant & toddler, health and nutrition range of products.
According to the company, these edible oil seasonings fortify infant and toddler meals with the essential nutrients needed during the crucial stages of early cognitive development.
The products are enhanced by the infusion of DHA Omega-3 to elevate cognitive growth, visual development, and protection against allergies for infants & toddler.
"Growing mainstream appeal for plant-based products"
FUNCH product manager Lisa Bourne said: “Developing the range of FUNCH edible oils was an exciting opportunity for the Forbidden Foods team to incorporate trends from overseas into a new product category whilst maintaining our commitment to Australian ingredients and focus on maximising nutrition.
“The growing mainstream appeal for plant-based products is driving expansion into more market categories, and the use of plant-based oil in the baby seasoning category will deliver significant upside within the mature edible oil sector.
“Globally, the plant-based edible oil market is estimated to be worth over US$96 billion annually and is expected to grow at a CAGR of 3.5% as more consumers incorporate edible oils into their daily diet.”
Successful launch in Australia and China
The products have been developed in conjunction with market research from Alibaba’s Tmall Global store and consumer demand reports and reflects the benefits of direct customer engagement via e-commerce channels.
FUNCH has been successfully launched in Australia and China in May 2021, with other global markets to follow.
The ability to rapidly develop and deliver a product to meet consumer demand highlights the benefits of the e-commerce platform, which allows Forbidden Foods to own the relationship with its customers and offer them a richer brand experience.
E-commerce strategy
The company continues to drive its e-commerce strategy via enhancing fulfilment capabilities, increasing brand awareness, optimising websites and pursuing distribution partnerships within the Asian markets.
The new range of edible oils has been initially released in Australia online via the FUNCH website (www.funch.com.au) and in China on the company’s flagship FUNCH Tmall Global store.